Variations in response style behavior by response scale format in attitude research

Abstract

Studies concerning the impact of the length of response scales on the measurement of attitudes have primarily focused on the method bias associated with question format. At the same time another line of research has focused on the issue of response styles that affect how respondents answer to attitude questions. So far, research has paid less attention to the issue of whether the length of the response scales is related to response styles. In this study, we explore if differences in length of the response scale (i.e., method factor) have differential effects in evoking extreme and midpoint response style behavior (i.e., style factor). Our hypotheses read as follows. As the number of response categories increases, we expect subjects to be more likely to exert extreme response style. Furthermore, we expect subjects to be more likely to adopt a midpoint response style when they are offered a middle response category. To investigate these hypotheses we developed a split ballot experiment in which the number of response categories is manipulated from 5 to 11 categories. Data are collected by a random sample, large-scale web survey which allows for random assignment to the experimental conditions. The results show clear evidence of extreme response style and moderate evidence of midpoint response style. Extreme response style is not affected by the length of response scales, whereas the exertion of midpoint response style only popped up in the longer scale versions. © The Author 2010.